In this exclusive interview, Dorzh Ayushin, the talented fashion designer and architect, unveils the inspiration behind his brand and his journey of self-discovery. As the founder of a young and rapidly growing brand, Ayushin shares his experiences transitioning from architecture to fashion, finding the delicate balance between perfectionism and playfulness. With a keen eye for infusing architectural elements into his designs, he showcases how construction and form shape his unique style. Delving into his latest collection, “Self Reflection,” Ayushin reveals his profound message of introspection and invites others to contemplate their own desires. Discover the fascinating story of Ayushin’s self-reflection, artistic pursuits, and the delicate balance between artistry and profitability in the fashion industry.
Fashion is about moving and being clad in a shell, which is clothing. Architecture is also a shell for us; we live within it and spend time inside the building
Dorzh Ayushin
From Architect to Designer: Overcoming Doubts and Discovering Fashion
FAB: You’re an architect and a fashion designer. What were the defining moments and experiences that aided your decision to become a fashion designer, and how did you overcome any doubts and challenges along the way?
Ayushin: First of all, I am still in transition mode because my brand is still very young. It just turned a year old, and it’s still growing. I still see that there are some aspects of fashion that I haven’t covered. The very first big step was the fashion show, which happened last week, and I told myself that it was going to be a challenge for me to see if the progress I made in the last year was enough to do a fashion show. I am really happy about the fashion show, and the guests told me it was amazing.
However, I have realized that there are some things I would do differently. Since I am young and my brand is also young, there’s time to grow and make changes. The transition from architecture to fashion was quite complicated because I was trying to figure out my fashion style. I am still looking for it, which is why I named this new collection “Self Reflection.” I want to delve deep into who I am and my background. There are new changes and adventures on the way, of course. The most difficult part of this transition is finding my own style and what I want to show and share with the world.
If you think about money and how profitable your brand is, you will never find your own style or signature
Dorzh Ayushin
FAB: You stated in your profile that architecture can be too serious, and you wanted to find a balance between perfectionism and chaos. How is that going?
Ayushin: I am a perfectionist, and in architecture, you have to strive for perfection because you’re planning a building that people will live in. If something goes wrong, it can have serious consequences. That’s why there is no room for mistakes. Architecture is a serious field, but I want to bring more fun and playfulness into my style and life. That’s why I find fashion a very interesting place to express playfulness and perfectionism. In fashion, you can create a perfect dress, but afterwards, you can also play with it through styling, photography, and who wears it.
FAB: How do you incorporate this philosophy into your designs, especially in your latest collection?
Ayushin: I am still finding my style. When I create a new sketch or design, I think about how it can be worn, how it will look, and how it can be styled. You can see my perfectionism during the development process. After the dress is finished and it looks perfect with the right fit, length, and color, you can play with it. You can add a little bit of chaos and even some extravagance through styling. You can create unconventional photography with a dress that itself is classy or perfect. Through my new collection, you can see that sometimes I explore deep into styling, while other times I balance between being classy, chaotic, and extra.
“Self Reflection”: Unveiling Ayushin’s Latest Collection and Its Message
FAB: Is there a way you infuse architectural elements into your designs to convey your style?
Ayushin: Yes. When you speak about architecture, you mention construction, colors, and materials. These same elements come into play when working in the fashion industry, such as choosing materials, colors, and constructing garments. In my new collection, “Self Reflection,” I discovered that my main feature is my architectural background. In my future designs, I want to showcase more construction in my dresses. For example, in my very last look, a girl wore a shell-like dress made with white lace. This was my statement about the connection between architecture and fashion. The dress is rigid and stiff, representing the shell of a building. Fashion is about movement and being adorned in a shell, which is clothing. Architecture is also a shell for us, as we live and spend time inside buildings. This was my way of showcasing construction.
FAB: What message were you hoping to convey through this collection, and would you say that you were able to achieve it?
Ayushin: I wanted to show people that if they analyze themselves, their actions, and their lives, they can delve deep into their souls to understand their desires and what they want to achieve. This was my ultimate message, encouraging people to take a moment to reflect on their lives, what they love, what they want to do, and what brings them happiness. This was the main idea behind the show, which is why it’s called “Self Reflection.” Additionally, I organized this show to gain a better understanding of who I am. Stay up to date on the newest in the world of Fashion, Arts, Beauty and Lifestyle; Follow FAB on Instagram.
Ayushin will be more sustainable, and will change the perception of design. I want people to see more than just the fabric or dress; I want them to see the stories behind it
Dorzh Ayushin
FAB: Building a successful fashion brand requires a delicate balance between artistic expression and commercial viability. How have you been maintaining this balance? What strategies have you implemented to ensure longevity and profitability for your brand?
Ayushin: It’s all about finding balance between chaos and perfectionism. Striking a balance between artistic expression and profitability is quite challenging. Fashion brands don’t generate significant profits in just one or two years; it takes time, often around five years. I have focused more on the artistic side because I wanted to find and develop my own style. If you want to find your own style, you have to explore artistic aspects and not solely focus on money. If you think too much about profits and how profitable your brand is, you’ll never find your own style or signature. Currently, I am still a work in progress when it comes to finding the balance between being artistic and being profitable.
Sustainability in Fashion: Ayushin’s Approach to Environmental Challenges
FAB: How do you address environmental challenges and promote sustainability in your creative, design, and production processes?
Ayushin: I utilize deadstock fabrics, which are essentially leftover materials from the fashion industry that can be given a second chance. I source these fabrics from Italy and France, often from large fashion houses. This reduces fabric waste. My production site is also nearby, allowing for a short delivery chain, and I avoid using plastic bags for transportation. I would love to engage in more green and sustainable activities because, as a young brand, it’s not easy to be fully sustainable. In the fashion industry, there is always room for improvement in terms of sustainability, but achieving 100% green practices is challenging.
You can see through my new collection that sometimes I go deep into styling or I go too classy. Some of the looks are well balanced between being classy, chaotic, and extra
Dorzh Ayushin
The Creative Process: Designing with Leftover Fabrics and Emotions
FAB: Can you provide some insight into your creative process when designing your collection using these leftover materials?
Ayushin: When working with leftover materials, the process begins with finding the fabrics and creating sketches for them. I have to feel the fabric, understand its type and texture, and assess if it can work for the design. When I come across a fabric that sparks my imagination, I simply buy it. With the fabrics in hand, I can create sketches and develop them together with my seamstress. I don’t typically use mood boards because specific pictures or silhouettes can sometimes restrict my creativity. Instead, I prefer to work with words, feelings, and thoughts. I don’t use external pictures from other designers.
For my last collection, I made a moodboard dress composed of words and some pictures of myself and my family. I work with the words, analyzing how I feel about them and how I can express them through my designs. Sometimes I even see designs in my dreams and sketch them upon waking up.
Ayushin’s Vision for the Future: Redefining Fashion and Creating Connections
FAB: How do you envision Ayushin contributing to the future of fashion?
Ayushin: Ayushin will become more sustainable, and it will reshape the perception of design. I want people to see beyond just the fabric or dress; I want them to see the stories behind them and the words I use for my mood boards. I aim to create a connection between clothes and the individuals wearing them.
Fun Zone: #FabFast5
- If you were to be a child again, what would be the first thing you would do?
I would draw.
- If you were to eat a particular food for the rest of your life, what would it be?
Russian Pelmeni
- What was your favourite TV show as a child?
I don’t remember the name, but it was about people going on challenging adventures. I loved it as a child.
- Given a microphone to sing, where would you prefer to sing: the stage or the bathroom?
On a stage
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